Analysis of Arby’s Sports Illustrated Advertisement Essays

Sexual imagery has been used in advertising for a long time with a great deal of success. With the ever-increasing difficulty of advertisers to gain the attention of the media consumer, the use of both effective and ineffective sexual imagery has flourished in recent years. Some products such as perfume and clothing are relatively easy to sell with sexual imagery. Companies selling products such as fast food, however, must be more creative with their use of sexual imagery. Arby’s Roast Beef Restaurant took such a creative approach with its full-page advertisement in the 2009 Sports Illustrated Swimsuit Issue. The ad featured two of Arby’s soon-to-be released Roastburger sandwiches covered by a model’s crossed arms. The burgers†¦show more content†¦The ad was definitely targeted at the young male viewers of the Sports Illustrated Swimsuit Issue, but in pandering to this demographic, it risked alienating or offending the female viewer. Sadly, Arbyâ⠂¬â„¢s violated one of its own core values by literally reducing women to meat in the ad. According to the core values posted on their own website, â€Å"We [Arby’s] treat our customers, business partners and team as they want to be treated — with respect† (Arbys Roast Beef Restaurant, 2010). By objectifying a woman as food that can be desired and consumed, Arby’s has ignored its pledge to respect its female customers in an attempt to win the business of a larger number of male customers. Why would Arby’s risk alienating such a large group of potential customers? To answer that question, it is important to understand what Arby’s is trying to sell, and why it selected the Sports Illustrated Swimsuit Issue to advertise its product. Arby’s is a fast food restaurant chain that specializes in roast beef sandwiches, but offers a wide variety of menu items that are not typically found in the fast food market (Arbys Roast Beef Restaurant, 2010). They have positioned themselves as an alternative to the typical hamburger found in many other competing chains. Arby’s used its advertisement in the February 2009 swimsuit issue to announce a new roast beef sandwich called the Roastburger. Arby’sShow MoreRelatedMcdonalds International Marketing Analysis Essay8542 Words   |  35 PagesMKTG 4400A McDonald’s Corporation: International Marketing Analysis For: Professor Y. Pan Date: December 18, 2010 By: Saber Kanwar (209093337) Table of Contents Executive Summary McDonald’s Corporation currently markets its products across its 8 geographic segments through customizing its food items to suit local tastes and preferences. Furthermore, all advertisements are shot in 12 different languages, featuring the customized products catered to each region. However, the company’sRead MoreLodging Inductry24737 Words   |  99 Pagesrequire a courtship of sorts to purchase. Relationships include customers, distributors and suppliers. Supportive PowerPoint Slides: 1-7 to 1-17. IV. Marketing Management: Demand management. Marketing management is the analysis, planning, implementation, and control of programs designed to create, build, and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives. The effective marketing manager is interested in shaping theRead MoreInternational Management67196 Words   |  269 Pages The revised or newly added â€Å"Integrative Cases† positioned at the end of each main part of the text were created exclusively for this edition and provide opportunities for reading and analysis outside of class. Review questions provided for each case are intended to facilitate lively and productive written analysis or in-class discussion. Our â€Å"Brief Integrative Cases† typically explore a specific situation or challenge facing an individual or team. Our longer and more detailed â€Å"In-Depth IntegrativeRead MoreManaging Information Technology (7th Edition)239873 Words   |  960 PagesNetworking Strategy 321 PART III Acquiring Information Systems 327 Chapter 8 Basic Systems Concepts and Tools The Systems View What Is a System? 329 329 330 Seven Key System Elements Organizations as Systems 330 334 Systems Analysis and Design 335 Business Processes 336 Identifying Business Processes 336 Business Process Redesign 336 Processes and Techniques to Develop Information Systems 339 The Information Systems Development Life Cycle 339 Structured